Global sports, music and entertainment heavyweight Wasserman has stepped up its commitment to the Australian market, unveiling a new Sydney headquarters, a high-profile partnership tied to the Australian Open, and fresh senior leadership on the ground.
The expansion positions Wasserman closer to Australia’s major sporting and cultural institutions, as brands, rights-holders and talent increasingly look for integrated commercial, marketing and live events expertise in one place.
A new hub in the heart of sport and entertainment
Wasserman’s new headquarters in the Entertainment Quarter at Moore Park will bring its brands, talent representation and live events capabilities under one roof, designed to speed up collaboration and client access.
The move reinforces the agency’s long-term view of Australia as a growth market, particularly as major sporting codes and events sharpen their focus on global partnerships and premium brand experiences.
The announcement coincides with Wasserman’s partnership with Tennis Australia for the AO Matters Conference, where The Collective, Wasserman’s women-focused impact and advisory arm, will deliver insights on fandom and the commercial potential of women’s sport.
The Collective will also launch its global Collective Connect series in Melbourne, convening industry leaders to collaborate on advancing women’s sport locally and internationally.
Deepening roots and expanding leadership
Wasserman has operated in Australia since 2006, working with brands and organisations including American Express, AIA, NRL, Football Australia, Hyrox and Rugby Australia.
Its talent roster spans music and sport, representing artists Sia and Dom Dolla, as well as athletes Jason Day, Hamiso Tabuai-Fidow, Josh Phillipe, Cameron Smith and Reece Walsh.
The agency has also played a key commercial role behind major events, including managing the commercial program for the 2025 British & Irish Lions Tour to Australia and working with more than 10 sponsors at the Australian Grand Prix this March.
To support its expansion, Wasserman has appointed Nick Hudson as Vice President, returning to Australia after eight years in the agency’s New York office.
Nick Hudson
Leadership bullish on Australia’s next decade
Wasserman President, Brands & Properties Elizabeth Lindsey said the timing reflects a broader shift in the local market.
“It is a pivotal era for sports, music and entertainment in Australia, and I’m proud that Wasserman continues its history of leading from the centre in times of transformation and growth. We are thrilled to commit to the market with our new headquarters, and to continue to support our clients and partners across the region through our support of iconic events like AO Matters and by ensuring the strongest possible leadership on the ground in this critical market.”
Hudson said the opportunity to return home aligned with a moment of momentum for the business.
“What an incredible opportunity it is to return home during such an exciting period for Wasserman in Australia. As the country enters a significant decade for sport and entertainment, I believe we are poised for sustained growth.”
For brands and rights-holders, Wasserman’s expansion signals a clear bet on Australia as a centre for global sport, entertainment and commercial innovation, with scale, talent and strategy increasingly converging onshore.
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AIA, American Express, AO Matters Conference, Australian Grand Prix, British & Irish Lions Tour, Cameron Smith, City Football Group, Dom Dolla, Elizabeth Lindsey, Football Australia, Hamiso Tabuai-Fidow, Hyrox, Jason Day, Josh Phillipe, Microsoft, NFL, NHL, Nick Hudson, NRL, Reece Walsh, Rugby Australia, Samsung, Sia, Tennis Australia, The Collective, Wasserman